Growth Hacking Masterclass
Week 1 Assignment by Ananya
Growth Hacking Masterclass by Vaibhav Sisinty
Part 1 : Map Pirate Funnel.
Growth Hacking Masterclass by Vaibhav Sisinty
Pirate funnel for Domino's
Acquisition
Activation
Awareness
Retention
Referral
Revenue
A
A
A
R
R
R
Looking at an ad
Visiting the store/ downloading the app
Add to list/ cart
Purchase of product
Coming back to buy more
Sharing about their purchase
Growth Hacking Masterclass by Vaibhav Sisinty
Assignment
Part 2 : Guess the North Star Metric & OMTM.
Growth Hacking Masterclass by Vaibhav Sisinty
NSM : daily/ weekly orders
Business operation
Product and design
marketing
Tech
Support
Partnerships ��No. of alliances
reduce clicks ��Get it to 4
OMTM
New user acquisition��30k/week
live, error free website/ app�reduce downtime- 0%
Response time��reduce the time to 180 sec
Growth Hacking Masterclass by Vaibhav Sisinty
Assignment
DOMINO’S
Part 3 : Fill the JBTD framework.
Growth Hacking Masterclass by Vaibhav Sisinty
The Jobs To Be Done Framework.
don't know how to make a pizza
impromptu party plans
knows how to make a pizza but lenghty process
JOB
What exactly is customer struggling with?
local stores but compromise on taste
pizza delivery takes a lot of time
visits other joints but don't get as much variety
Trigger
What is the current solution they are using?
gets the best original pizza
“30 minutes or free” 😉
a pool of options to choose from!
Outcome
How does their life look once it is solved?
Growth Hacking Masterclass by Vaibhav Sisinty
Assignment
Fill the Persona template.
Growth Hacking Masterclass by Vaibhav Sisinty
User Persona
Needs and Goals
Why persona uses your product?�What problems or needs do they have that your product might address?
Offline and Online Places
Where do they hangout?
Behaviours
What are they doing instead of using your product?�What influences their purchase decision?�What frustrates them? What motivates them?�Objection to purchase?
Personality Type
Which personality type is important?�-Openness�-Conscientiousness�-Extroversion�-Agreeableness�-Neuroticism
Name & Age
Growth Hacking Masterclass by Vaibhav Sisinty
Mostly youngsters prefer pizza
They like hanging out, partying, going for drives
prefer pizza which has
Domino’s is a one stop for all pizza + side dishes + beverages.
It is pocket friendly, has tons of options and quick. What else do we need?
Offline spaces:
Schools
colleges
universities
corporate offices
Online spaces:
YouTube
Discord
they like: partying, hanging out
if not Domino's: KFC, McD or other brands (pizza hut)
decisions influenced by: pop-culture + quality (product+ service)
frustrates them: poor quality food + bad service (impatience)
motivates them: brand presence (superficial/ emotional)
objections: cheaper options/ better quality/ less time
openness- to new varities of pizza, offers, deals etc
extroversion- could be a major source considering they like partying
Agreeableness- easily convertible/ more receptive
Sneha, (14-30)
Job, Demographics
Student/ young working professionals/ urban nuclear families
Part 4 : Competitor analysis.
Growth Hacking Masterclass by Vaibhav Sisinty
Competitor Report 1.
Company Name
Value Proposition
Pizza Hut
extensive range of pizzas and drinks
Top Channels
Pizza stores
Branches
Website
App (google, iOS)
Top organic/paid keywords
Organic (~85%): pizza hut, pizzahut, pizza hut near me, pizza hut menu, pizza
Paid: pizza hut, pizzahut, pizza, pizza hut menu, pizza hut near me
Top Referring sites
google.com (~48%)
retailmenot.com
survey3.medallia.com
Top Learnings from the competitors
pizza hut is a big competition to Domino's (18.5M site visits). Their stats are very similar to Domino's and even value prop + audience is the same
Top Competitors
Growth Hacking Masterclass by Vaibhav Sisinty
Competitor Report 2.
Company Name
Value Proposition
Papa John's
hasn't settled on one but focuses highly on customer satisfaction
Top Channels
Pizza stores
Website
Referrals
App (google, iOS)
Top organic/paid keywords
Organic (~85%): papa johns, papajohns, papa johns pizza, papa john's, papa johns near me
Paid: papajohns, papa john's, Domino's, pizza hut, Papa John's
Top Referring sites
papajohns.ca (~52%)
loginmicrosoftonline.com
google.com(8%)
coupons.cnet.com
Top Learnings from the competitors
A very interesting thing to be noted is that the paid search results for papa johns includes keywords like Domino's and pizza hut.
dominos’s audience interests, behaviours and needs are very close to papa john’s TG.
Top Competitors
Growth Hacking Masterclass by Vaibhav Sisinty
Best Ad’s of the competitors
Growth Hacking Masterclass by Vaibhav Sisinty
Paste the screenshots here
Thanks :)
Growth Hacking Masterclass by Vaibhav Sisinty